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The Ford Focus Electric is now $4,000 cheaper for the 2014 model year Photo by Ford

Ford to slash price of Focus Electric by $4,000 for 2014

July 14, 2013

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Ford will be reducing the price of its Ford Focus electric by $4,000 for the 2014 model year, InsideEVs.com is reporting. The 10 percent price cut will lower the starting MSRP from $39,995 (including a $795 destination charge) down to $35,995.

This move by Ford is seen as an attempt to keep the electric car competitive since its release back in 2011. Admittedly, Ford and its competition haven't made much progress since the Focus Electric was revealed, either in terms of sales, making the electric powertrain technology cheaper to implement, or significantly extending a given model's range.

We tested the 2012 Ford Focus Electric back in December, and came away very impressed with its smooth, single-gear powertrain as well as its range. We also liked the regenerative braking system in the Focus Electric, a feature that some other manufacturers need to spend some more time tinkering with. We were so impressed with the overall package at the time that we said that it was the best pure-electric car out there, given how few concessions the car made to its all-electric powertrain compared to other pure-electrics. About the only thing we didn't like was the $40,000 price tag, which at the time placed the car into compact or midsize luxury sedan territory.

The 10 percent reduction in MSRP will perhaps make a Focus a little more popular with consumers, especially given the American car buying public's relatively slow acceptance of pure electrics. It's too early to speculate whether the reduction in price will be the deal breaker for most pure electric car shoppers, though it's worth noting that price-wise the Focus Electric will now be located at almost the precise midpoint between the Chevrolet Volt and the Nissan Leaf.